Visual research

DESIGNED BY

MERYL KAH

Nikita L O N D O N

CONTENT PAGE Design Ethos Branding Consumer Competitors Market Position Price Level Trend Research Colour Palette Fabric Research Print/Embellishment Research Visual Research Design Inspiration & Concept Design Range Plans

About

Nikita Nikita seeks to be the embodiment of sensuality while empowering women.

It is the feminine casual wear that takes one effortlessly from day to night with a hint of boudoir within.

Each collection is sculptured to the female contours in the finest fabrics with excellent craftsmanship.

The Nikita lady is a confident, sexy daredevil that aspires greatness in everything she does.

Nikita L O N D O N

Fonts

Colours & Elements black

gold

lace

leather

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Inspirations BOUDOIR CLASS CONFIDENCE AMBITION

BRANDING

STYLE ICONS

Left to Right: Princess Diana, Oprah Winfery, Gwyneth Paltrow, Meryl Streep, Tilda Swinton, Angelina Jolie

Nikita aspires to empower the modern day women with confidence and style. We design for the professional, stylish women not in white oxford shirts, but with feminine silhouettes with a touch of sensuality.

The Nikita Lady is one who is driven, ambitious and very in tune with herself. She dresses impeccably ttranscending time with grace.

Successful career

Gadget Lover

Fitness guru

Modern Living Refined Living

Smooth Ride

Fashionably sexy

adventurous

Because She ‘WALKS THE TALK’.

MUSE MICAH GIANNELI - Fashion Blogger http://micahgianneli.com/

Micah is the embodiment of the modern day woman; she is confident but friendly, intelligent and creative, unmistakably fashionable with a distinctly fierce, feminine yet somewhat androgynous sense of style. All this along with her sincerity and ambitious attitude has made her a one to watch and continually attracting a loyal and large following in both women and men, locally and internationally.

Micah Gianneli styled in SJ lingerie

COMPETITOR Nasty Gal Design Ethos

Top to bottom: Betty Davis, Nasty Gal Stocklist Brands, Dyspnea, For Love and Lemons, Shakuhachi, Solace London

Nasty Gal was a term originally coined after a 1975 Betty Davis album and the singer’s outspoken and unapologetically sexy style. Today, Amoruso’s bold style is synonymous with six-inch platforms, motorcycle jackets, rock tees, shredded denim and an occasional red lip— all elements of the fashion retailer’s intrinsic personal taste.

Nasty Gal Products

Brands Stocklist

Designed by Us

Vintage

COMPETITOR Nasty Gal Business Model Founder Sophia Amoruso’s Nasty Gal sparked a cult following in her one-woman vintage venture on eBay. In just five years the brand has grown into an online retail haven with a progressive following of fashion risk-takers and well over a hundred million dollars in revenue.

#GIRLBOSS foundation

Nasty Gal founder and CEO Sophia Amoruso launched the #GIRLBOSS Foundation, an organization dedicated to funding and empowering the next generation of creative female entrepreneuers.

OTHER COMPETITORS

Solace London Westwood Anglomania Jean Paul Gaultier

For Love and Lemons Jenny Packham

Temperley London

Misha Collection Herve Leger

premium

sexy

MARKET POSITION

classic

Nikita affordable

ASPIRATIONAL BRAND JEAN PAUL GAULTIER

Jean Paul Gaultier’s lingerie revolution can be owed to his grandmother, who at a young age, introduced Gaultier to the world of Womenswear. The designer’s affinity for her 20th century corsets and 1940s waist-cinchers inevitably led to the design of the iconic cone bras. Famously worn by Madonna and Kylie Minogue, the funnel-shaped bodices and Gaultier’s other underwear as outerwear creations serve as a symbol of fertility and exaggerated womanliness; originally, corsets were intended to conceal both of these.

Top to bottom: Jean Paul Gaultier, Sketch, Madonna Cone Bra

Jean Paul Gaultier autumn/winter 2011/12

PRICE ARCHITECTURE

PREMIUM 20% £250-400 MID 30% £150-250

ENTREES 50% £80-150

RETAIL STRATEGY E COMMERCE Mintel’s Underwear UK June 2013 report found that many women are open to purchasing their underwear online. Among women aged 25-34, 82% say they’re interested in free delivery on online orders of underwear and 69% say they’d like to have the option of reserving underwear online and collecting it instore where they can try it on. (Mintel)

ASOS

In 14 years, UK-based ASOS has evolved into a hugely successful global multi-million pound online destination for fashion-conscious 20-somethings, with over 8 million regular customers (in the last 12 months) in 237 countries.

Growth has been fuelled by international expansion, an increased product offering and improved delivery options. To meet growing demand the company is investing heavily in its infrastructure and IT platform. (Mintel)

MARKETING SOCIAL MEDIA INSTAGRAM

Founded in 2011, Dolls Kill represents a new kind of digital-first retailer that has sprouted up amid the weed-like growth of social networking sites. Like women’s clothing e-tailers Nasty Gal and Modcloth before it, Dolls Kill leans heavily on services such as Instagram and Facebook to build relationships with customers and those who aspire to be. (Recode.net)

SNAPCHAT

London-based lingerie brand Miss Crofton is debuting its new line on Snapchat, mirroring the idea that lingerie is only ever seen for a few seconds.

Miss Crofton, which sells handmade, vintage-inspired lingerie for women, teamed up with agency SON to send short clips of women wearing pieces from its new collection. For the next month, the clips will only Screenshot of www.twitter.com/ offer sneak peeks, until the items are revealed online misscrofton and in Urban Outfitters stores in June 2014. (Mintel)

brand ethics Empowering Women Nasty Girl - GIRLBOSS Foundation

The GIRLBOSS Foundation wants to celebrate the next generation of young women who embody the GIRLBOSS philosophy of taking risks, rewriting the rules and defining success for yourself. The Foundation fulfills this mission by awarding financial grants to those who embody the GIRLBOSS philosophy in pursuit of their ambitions and goals.

SJ Lingerie - Desert Flower Foundation

SJ Lingerie is about inspiring and empowering women and we believe the Desert Flower Foundation matches our beliefs by empowering people around the world to stand up and make a change to end female genital mutilation. A percentage from every SJ purchase will support the Desert Flower Foundation and their cause.

trend research Trendhunter.com- Underneath It All editorial on the The Cosmopolitan Mexico August 2014 issue In the production put on by photographer Vladimir Marti, model Itsaso Bolivar sported a series of atypical lingerie looks, each one shifting how readers typically view undergarment ensembles.

Stylist Gerard Angulo dressed Bolivar within unusual apparel pairings. Rather than focusing solely upon lingerie, Angulo instead used lace bras and thin high rise underwear to offset athletic knee-high socks, low rise running shoes, full length maxi skirts, baby blue silk shorts and even button up knit sweaters.

While Angulo’s ensembles are definitely far from what one would expect to find at a sleepover, she has proven that eccentric choices suit the manner of dress well.

TREND RESEARCH WGSN REPORT- HIGH STREET

The slip dress emerges as a key shape for spring/summer 2014, making a comeback in line with the season’s 1990s revival trend.

Lingerie inspired: bias-cut satin slip dresses feature lace edging, spaghetti straps and thigh-splits to emulate the look of lingerie, creating an underwear as outerwear feel http://www.wgsn.com.arts.idm.oclc.org/content/board_viewer/#/142464/page/1 Pale pink: soft, pastel pink is emerging as a key shade for the slip dress, with satin finishes evoking a luxe-grunge,1990s feel.

Floral grunge: dark-based florals create a grungy vibe tapping into the important 90s retail trend for spring/summer 2014. Floral slip dresses styled over Tshirts reinforce the 90s grunge look

DESIGN FEATURES DRAMATIC BODICE - Visually stunning, complex bodice inspired pieces -Create a directional statement with exterior structures -Channel bodice-inspired design with lacing and structured leather detail

FABRICS sheer mesh, mesh with linear patterns, fine stretch lace or for casual shapes fine-gauge cotton modals and brushed microfibres DETAILS panelling with sheers and opaques or sheers and lace to combine sporty blocking with sensual transparency; cutout back details and fine straps add delicacy

PRINT / EMBELLISHMENT

LACE PRINT LACE DETAILS LIGHTWEIGHT TRANSLUCENT FABRIC LASERCUT

COLOUR PALETTE

SMOKE’ MOOD BOARD

Design details- Fluidity and Drape

Carmen Dell’Orefice Mood Board

Design details- Elegance and Sophistication

Carmen Dell’Orefice Range Plan

Holloywood Boudoir Mood Board Design details- 1930s slinky slips

Holloywood Boudoir Range Plan